Research Perspective

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Achieving Consistent Customer Experiences:

Using Knowledge Management Will Help Improve Digital Self-Service

The Customer-Engagement Challenge

Our benchmark research into the next-generation contact center in the cloud shows that 70 percent of companies expect to rely on the quality of the customer experience to compete more effectively over the next two years, and 46 percent expect to rely on the effectiveness of their digital self-service. However, the same research shows that as of today, approximately a third (35%) of organizations don’t believe their customers are satisfied with the way their interactions are handled.

Several factors negatively impact customer satisfaction, our research finds. Among them are that responses are too slow (in 48% of organizations) and are inconsistent across touch points (41%), and that self-service technologies are too hard to use (37%). Dissatisfaction with how interactions are handled can lead customers to contact the organization repeatedly or try another channel, slowing resolution and increasing costs, and ultimately can result in them ceasing to do business with the company or posting negative comments to social media. Such outcomes can impact organizations’ business performance.

Our benchmark research finds that two underlying issues contribute to this situation. First, organizations can have customer data stored in more than 20 different systems. Second, organizations support on average eight customer engagement channels, a mix of assisted (voice, email and postal mail) and digital self-service (website, text messaging, chat, social and mobile app) channels. The combination of these two issues makes it hard for employees to find the information they need to resolve assisted interactions and for organizations to provide consistent responses across all channels, assisted and digital.

 
 

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